Trony, the well-known Italian chain of stores specialized in the sale of household appliances, consumer electronics, IT and telephony products, relies on Pro Web Consulting to optimize its online visibility, increasing online and offline leads. The results are very satisfying, with an exponential increase in sales compared to last year.
The collaboration began in March 2018, with a first analysis phase that defined the strategy, the landing pages, the tone of voice of the announcements, the keywords to focus on, and the specific target. The following month, the focus was on sponsoring the brand and top products through campaigns on the search and shopping network, and flyer dedicated campaigns to divert users to physical stores.
From April to December 2018, there was a significant increase in e-commerce sales and an overall online revenue above expectations, compared to the same period of 2017, with the CPA decreased by 72%. To highlight the results in terms of local conversions, with about 40,000 in-store visits, over 2,000 in-store calls and 3,500 other interactions with Google map. The project and the results didn’t stop: comparing April and May 2019 with the same months of the previous year, the trend of increasing sales and revenue continues, with a continuous decrease in the CPA (-20%).
“Trony’s project has been an exciting challenge: working with a top player in the electronics market, who trusted us from the beginning, allowed us to express both potentials. The 360 ° strategy on Google Ads, despite a high competition rate, allowed to invert the conversion trend from branded keywords to unbranded keywords, and also to convey and retain customers towards physical stores located throughout Italy”, said Sveva Coltellacci, Head of SEA of Pro Web Consulting, company part of the Cerved ON_ Marketing Services business division within Cerved Group.
“Right from the start, Pro Web Consulting proved to be a professional and competent company. Despite the complexity of the project, which was divided into campaigns dedicated to online conversion, and campaigns aimed at increasing in-store traffic. The Team that supported us, led by Sveva Coltellacci, has always proved to be up to the challenges, finding the best compromise between best practices and our requests “, explains Riccardo Andreoli, E-commerce Manager of G. R. E.